“In today’s overcommunicated society, a say-nothing name isn’t good enough to cut it in the human mind. What you must look for is a name that begins the positioning process. Like Head & Shoulders shampoo, Intensive Care skin lotion, and Close-up toothpaste.”
“RCA as a company, of course, is no longer with us. Even if your initials stand for something in the short term, as RCA’s
did, you will generally weaken your company in the long term. Make no
mistake about it. Initials make weak brand or company names.”
--Positioning; The Battle for Your Mind
Examples of business names that communicate their brand promise:
When you see the How-to-Branding.com Toolbox, it designates that the following content is a tool, exercise, or technique you can use to help develop your affordable brand strategy.
7 questions to ask to determine a good name: